Lombardy: “Garda Unico Project” approved with Veneto and Trentino for joint destination promotion.

The Regional Council of the Lombardia, approved on the proposal of the Councillor for Tourism, Territorial Marketing and Fashion Barbara Mazzali, in agreement with the Councillor for Local Authorities, Mountains and Relations with the Autonomous Provinces Massimo Sertori, the 'Garda Unico communication project', in collaboration with the Region Veneto and the Autonomous Province of Trento.
The aim of the agreement, to be implemented in the three-year period 2024-2027, is to support the competitiveness of the destination Lake Garda and the tourist economy of the area, through the unitary promotion of the Lake Garda destination.

GARDA, A DESTINATION OF GREAT VALUE – “The Lombard Garda is a destination of great attractive value for our Region – he explained Mazzali -. Provisional data referring to the period January-July 2024 certify 1,5 million arrivals, of which 63% are foreign nationals and 36,35% Italian. These tourists have already produced over 6 million total overnight stays this year, with an increase of 12,06% compared to the same period in 2023. However - the councilor pointed out - to continue to grow and remain competitive in a global tourism market, coordinated and effective communication is essential, capable of enhancing all the facets of the territory. Lake Garda embraces three Italian regions: Lombardy, Veneto and Trentino, and in this context, the 'Garda Unico' project represents a virtuous model of collaboration between local authorities. I continued the work started by my colleague Sertori, whom I thank for his effective and pragmatic vision. This project – concluded the councilor – allows us to join forces to promote a strong and cohesive image of the lake, strengthening its role as an international tourist destination”.

STRATEGIC PROJECT FOR TERRITORIES – “Lombardy Region – declared Sertors – will allocate a portion of the contributions from the Bordering Municipalities Fund, in line with its purposes, to a strategic project for the promotion and unitary and coordinated enhancement of Lake Garda, to be implemented together with the Veneto Region and the Autonomous Province of Trento. 'The project – continued the councilor – by virtue of its supra-regional value and the transversal nature of the initiatives, will contribute to the enhancement of the Lombard border territories overlooking Lake Garda, relaunching their economic and social aspects and territorial cohesion.'

THE PROTOCOL – Il Lake Garda in fact, it represents for the Regions of Veneto, Lombardy and the Autonomous Province of Trento a strategic tourist asset that is fundamental for the development of the local socio-economic system as one of the most important and established Italian and world tourist destinations. In this perspective, through this agreement, the Lombardy Region, Veneto Region and Autonomous Province of Trento intend to collaborate to create a project of promotion for the unitary and coherent valorization of the entire destination constituted by Lake Garda, to be achieved in the three-year period 2024-2027.

PURPOSE – - goals of the 'Garda Unico' communication project, are: consolidate the vision of Lake Garda as a single tourist destination, promoting the Garda brand; develop an integrated ecosystem, through the enhancement of the dedicated portal, the production of experiential content, the implementation of social platforms; promote 'projects of excellence' in concert with the three territories involved for a quality tourist offer; promote the main events of the lake through the creation of a single calendar; increase overall flows by extending the classic season; continue the internationalization of reference flows.

ECONOMIC COMMITMENT – The total cost of the project amounts to 900mila euros and foresees a fair distribution at the expense of each of the parties. The Protocol identifies the Autonomous Province of Trento as the implementing body of the Project with the task of identifying a program proposal for the achievement of the pre-established objectives.

The Lombardy Region will provide its own share, equal to 300mila euros, drawing on the financial resources already territorially foreseen and allocated by the Joint Committee - Bordering Municipalities Fund - for the financing of strategic or large-area projects in the province of Brescia, in line with the programs approved by the same body.